Today’s youth, those
born between 1995 and 2012, is known as Generation Z. These kids (now between
the ages of 4 and 21) of America have grown up with more technology than the
Baby Boomers could have imagined. Because of that, they’ve consumed more
“screen time” than the generations leading them. For advertisers, this fact
brings forth positive opportunities and a few negative drawbacks.
DEFYMedia studied GenZ (people
13-24 years old*) and found that many individuals watch video from the time they
wake up to the time they fall asleep. Forty percent of those studied reported
engaging in video watching while at school or on the job.
Further, DEFYMedia
reports the top three reasons for video watching are boredom kill/time filler
(77% of respondents), keep up with shows, sports, YouTubers, etc. (63%), and
stress relief/wind down from the day (61%).
More importantly for
advertisers is how this generation is consuming the videos that they’re
watching. Below is a chart showing the platforms that GenZ uses for viewing videos.
| Digital
Dominates The Menu |
|
| Platform |
% Viewing
|
| YouTube |
85%
|
| Netflix |
66%
|
| Cable/satellite
TV |
62%
|
| Facebook |
53%
|
| Instagram |
37%
|
| Snapchat |
33%
|
| BluRay/DVD |
33%
|
| Vine |
27%
|
| Hulu |
25%
|
| Digital
buy/rent |
22%
|
| Amazon |
19%
|
| Twitter |
19%
|
| Tumblr |
14%
|
| HBO Now /
SHO.com |
12%
|
| Twitch |
10%
|
| Sports apps |
9%
|
| Sling TV |
2%
|
| Source:
DefyMedia, April 2016 |
|
Of these platforms, the
GenZ respondents said that they just “can’t live without” YouTube (67%),
Netflix (51%), Social Media (48%) and lastly Cable/satellite TV (36%). The
usage of free online streaming is the most popular among this generation making
up 12.1 hours weekly of viewing time where subscription services like Netflix
and Hulu only collect 8.8 hours a week and Cable/satellite TV coming in last
with a measly 8.1 hours per week.
From this, advertisers
now know where to reach the youth of America; the hard part is how to reach
them. Of those surveyed, a little over half are okay with a 1-minute pre-roll
spot, however that figure jumps to 83% if the pre-roll is reduced to 15
seconds.
Advertisers must also
create content that is short, sweet, and to the point to reach the generation
who is accustom to 6 second Vines and Snapchats that disappear.
*The
birth years in which a new generation group encompasses varies between sources
thus the discrepancy between ages in this blog.
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